Ada Diamonds Purchased by Sasha Primak

By Rob Bates | March 20, 2025

Sasha Primak, a New York City–based jewelry manufacturer, has purchased the assets of Ada Diamonds, the high-profile San Francisco–based seller of lab-grown gems.

The acquisition includes the brand, website, and inventory, says Sasha Primak chief operating officer David Primak, who will serve as Ada’s CEO. Terms were not disclosed.

Ada had three showrooms across the country. Its San Francisco showroom closed last year, and the one in Austin, Texas, is now closed too. Ada’s New York City store is being moved into Sasha Primak’s office near 47th Street.

“The plan is to keep the brand as is, to maintain the high quality, the education, the very high level of customer service,” David Primak tells JCK. “If anything, we will expand the product offering. They were primarily bridal, but there’s a lot of fashion we can introduce, and also lab-grown color as well.”

This is the first venture into direct-to-consumer selling for Sasha Primak, which will stay a business-to-business jewelry manufacturer, Primak says.

“Ada will remain Ada, and Sasha Primak will remain Sasha Primak,” he says.

Primak only became interested in buying the business after creating jewelry for Ada and hearing that its co-owners, Jason Payne and Lindsay Reinsmith, were looking to sell.

“Their existing customer base is extremely loyal to them,” Primak says. “They are almost obsessed with them. They had incredible customer service and incredible education, and their customers trust them.”

Payne and Reinsmith, who are married, started Ada in 2015, after they read about created gems but weren’t able to find them. The two Stanford grads named the company after early-19th-century mathematician Augusta Ada King.

Ada boosted its profile with media coverage and Medium posts extolling the virtues of lab-grown. But Reinsmith and Payne weren’t afraid to call out issues in their industry, on Reddit and in a presentation at GIA.

“I do not expect [the Ada founders] to be involved,” Primak says. “I’ve extended the invitation for them to be as involved as they want to be. If they want to be involved, I would love to have them involved.

“Right now I’m focused on getting momentum back into the business. They have customers that waited for a month or two to place an order. That tells you everything you need to know about how the company was being run.”

Top: An Ada showroom (photo courtesy of Ada Diamonds)